One Giant Leap - Instagram Digital Campaign

To celebrate the launch of Ted's stellar AW17 womenswear collection we invited followers old and new - via paid content - to take One Giant Leap to a new fashion frontier on planet Sateen. There they'd get their chance to explore Ted’s luxurious, universally well-dressed world and complete challenges for their chance to win a constellation of star prizes.
On our own daily Instagram Stories, we then revealed the winner and the prize, and provided a swipe up call to action, driving traffic to Ted’s womenswear product page at tedbaker.com.
Our objectives
• Create an innovative engaging concept
• Drive awareness of new WW AW17 collections online
• Engage with existing Ted audiences online
• Generate social engagement and traffic to the AW17 Womenswear collection
• Acquire new online fans and followers
The campaign was a resounding success both in terms of metrics and reception, with huge engagement. It reached 1.5M people and saw a +7% increase in likes and +600% increase in comments vs SS17 digital campaign.
It is worth mentioning that we chose to stay in-house, rather than use our regular digital agency.
I had the opportunity to take creative lead, sketching out and art directing each creative concept, developing competition mechanics, as well as providing all supporting copy and captions.

Credits

Luke Butler

  • Message
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  • Creative Copywriter
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Roger Valentine

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Tor Ronald

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Agnes Szczepaniak

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Companies

  • Ted Baker

    Ted Baker

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    • Fashion

Project Tags

  • digital marketing
  • content
  • Copywriting
  • strategy
  • art direction